Threshold capabilities are categorized as Tangible and intangible asset.

Without
the threshold capabilities, it is almost impossible for companies to survive in the
market. In addition, knowing the required threshold competency is very useful for
the company to deploy resources to meet customer�s minimum requirement (Johnson,
Scholes and Whittington, 2005). Apple�s tangible resources are the smartest chief
executive officer Steve Jobs, designers, programmers, engineers, hardware,
software, retail stores and suppliers.

The founder and the current CEO of Apple, Steve Jobs is a key and valuable asset to
the company. His unique approach and vision to business leads Apple to be on top in
the electronic industry. �It would be a disaster,� said Gene Munster, an analyst
with piper Jaffray and Cos, �he would be impossible to replace� (BBC News 2009).

Apple has highly talented professional programmers, designers and engineers which
can produce industry award winning software like OS X Operating system and
revolutionary product like Iphone and ipod. The company design its own system
software for the hardware it runs on. For example Apple�s Macs, the best personal
computers in the world is designed along with OS X, iLife, iWork, and professional
software. It has gained popularity in the entire computer industry and able to
compute with its high competitor like Microsoft on the same level. In addition
there are over 300,000 applications available in the App store all designed
specifically for iphone providing almost unlimited functionality (Apple 2010).
There are also thousands of different applications for business, entertainment,
games, etc. In Addition, the hardware platform of apple is another key resource
that provides advanced technology and ease of use.

As of September 25, 2010, Apple had 317 retail stores, including 233 stores in the
United States and 84 stores internationally (Apple 2010 Annual Report). Apple
stores acts as a sales location and an advertisement. By offering an outstanding
customer service, it helps the company to gain a good brand image and customer
loyalty. Apple�s retail stores are very important resources which contribute a lot
for the success of the company.